Forrester has released a report exploring the marketing potential of user-generated video contests.

The research claims 21% of US, and 19% of European, marketers ran online advertising requesting user contribution in the preceding year. The medium’s popularity is slated to increase with nearly double the respondents intending to use the strategy this year. Forrester believes this popularity is being driven by the success of Tourism Queensland’s ‘The Best Job in the World’ and Doritos ‘Crash the Super Bowl’ campaigns.

The report found more than two-thirds of internet users watch online video at least monthly. Of these, 36% watch video posted by other people, 27% watch national news and only 21% watch clips of TV-programs.

Forrester claims youth audiences are best targeted through this medium, with 13% of 18-24 year-olds uploading a video at least monthly compared to just 6% of total internet users.

The report found the cost of execution for these campaigns ranges from US $10,000 to over $250,000.